iPhone's importance highlighted in special Apple website

Apple's iPhone has been with us for seven years now and while it is very much an iconic and familiar device a lot of features and functionality continue to be added. Arguably Apple's most important product category (and its most profitable), the iPhone has managed to successfully lead the industry in various areas around the world, and not only has it survived waves upon waves of competing products, it's managed to evolve various ecosytems from apps to health, wearables, car infotainment and mobile payments.

To accompany Apple's recent series of advertisements focusing on the many features that the iPhone, Apple has developed the "Why there's iPhone," website. While sounding a bit cryptic, the website is actually a very clear rundown of the various features of the iPhone which make it such a successful and beloved device. The iPhone's raison d'être is simple and consistent.

Every iPhone we’ve made — and we mean every single one — was built on the same belief. That a phone should be more than a collection of features. That, above all, a phone should be absolutely simple, beautiful, and magical to use.

The website then uses clever web design to drill down the various features that make the iPhone a unique and successful product. This website will likely be updated soon once the next generation of iPhone's are introduced, likely in September.